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I’ve heard that you should be able to explain it in one sentence.
my favorite breakdown of it.
Look for human truth, not for an idea.
To me a big idea is just a simple but as-of-yet overlooked truth for the category. If it can be applied over a wide range of executions, you’re golden. Start looking within for that insight that no one can poke holes in. (Unless you’re just talking about activations. In which case I have no idea.)